Beauty

Sara Al Murad Is Putting Simplicity at the Heart of Skincare

For Emirati-British entrepreneur Sara Al Murad, Only This™ grew from decades spent listening to women and questioning the increasingly complicated world of skincare.

Founded by Sara Al Murad, Only This™ is a British skincare brand shaped by an experience that spans two cultures and more than two decades in the beauty and wellness industry. Having previously founded and run her own women’s spa in the UAE, Al Murad spent years observing how women’s relationship with beauty was changing. Her answer is a deliberately streamlined approach to skincare, beginning with a single multi-purpose serum-cream developed and manufactured in the UK.

At the heart of Only This™ is the idea that a skincare routine does not necessarily need more products or more steps to be effective. Its debut Plump, Lift & Glow Face & Eye Serum Cream combines six plant-derived active ingredients within the brand’s Restoractive Natura Blend™, designed to hydrate, firm and brighten the skin while simplifying the daily ritual.

For Al Murad, however, the story begins much earlier than the launch of the brand. Her Emirati heritage and English upbringing have both informed her perspective, while her years working closely with women in the UAE gave her a particularly personal understanding of their changing expectations. “The women I met there were a huge part of the inspiration behind it,” she says.

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That connection also informs her wider view of the changing role of Emirati women in beauty. Al Murad sees a new generation moving beyond the role of consumer to become founders, leaders and creators with their own voices. With Only This™, she hopes to contribute another perspective to that conversation: one centred on understanding the skin, questioning excess and making more informed choices.

The brand’s philosophy is summed up in its own language as “100% purpose, 0% filler”; a principle that extends beyond the formula to Al Murad’s approach to building a business. For her, leadership has meant learning to pause when something does not feel right, trust her judgement and resist the pressure to move forward simply for the sake of speed.

Ultimately, she hopes Only This™ will give women something beyond another product: greater confidence in understanding their own skin and deciding what they genuinely need.

Photos: Courtesy of Sara Al Murad